Conversion: The Holy Grail

So you’re looking for new web solution. And all you’re getting is reams of contradictory opinions, and literally hours of presentations by vendor after vendor. It’s kind of confusing, isn’t? Thrown in the fact that on the one hand some companies will build custom work to take your idea to the next level, and on the other hand have tried and true solution template designs they tell you have worked over time.

And you really don’t know which to choose.

If you’re going to choose a new web solution there are four things you must consider. The search engine marketing and optimization capabilities, design and of course customer service. These are all most important in your new relationship.

But the bottom line is what you want your web site to do. The Holy Grail is to convert visitors into leads.

When you’ve got a ton of people hitting your web site and only a small portion are entering their data allowing you to contact them, something is not working. Because, just like they used to say in they the old brick and mortar days when building a new store, these days it’s all about conversion, conversion, conversion.

You’ve just got to ask yourself and all the people trying to sell you their products: “How do you know?” Because if they’re laying it on thick with all kinds of pie in the sky numbers and talk about excessive performance, make them show you case histories and testimonials that back it up. If they can’t or won’t you’ll know right away what to do.

Here’s an idea for you. Don’t be afraid to look around the web at what you’re competition is doing. No matter what you may have in mind for your dealership, doing some browsing might spark you into a different direction. You may not have the same view as a potential customer but your insight will tell you what’s attractive and easy to navigate and what’s not. Put yourself into their mind set and see how you would react. Just remember there are providers out there who truly believe only custom intricate designs deliver the best rate of conversion and that just may not be the case.

Because you could have the flashiest, most interactive website on the planet, but if it doesn’t have that conversion factor built in and it’s not turning visitors into the leads you need, then you might as well throw your money off the back end of a train. Nobody. Not you or anyone one your team at the dealership should assume that just because the buttons sing or dance or the pop ups have great sound effects mean you’re buying a well thought out and effective design. Remember what I said about the Holy Grail.

And this might be the time to mention why I named this article “Conversion: the Holy Grail.” It came to me that the Catholic religion had until recently the largest following in the World. How? They sent out their missionaries modestly clad in exactly the same attire to all points on the globe. Their work? Conversion. What I’m saying is you don’t need to reinvent the wheel.

The most successful retail Internet vendors like eBay have websites aren’t designed to “wow” you. These websites produce sales, and you could learn something from that.

And always remember the Holy Grail. Because the new location, location, location is conversion, conversion, conversion.